The Rest is History

This is my portfolio of work. It’s a little like a Greatest Hits album.

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MOST RECENTLY…

Much to the distain of friends, family and foes, I predicted Donald Trump winning the 2016 Presidential Election way back in June 2015. Perhaps using the word “prediction” is less accurate when what I should say is: “I knew” without any doubt. I knew the power of a powerful brand.

I don’t share anything ideologically with The Don except I live in Queens and he was born here. That isn’t ideologically, it’s geographic. Ideologically we both understand the effectiveness of a powerful Brand. He’s a brand.

The Don has been branding and rebranding himself and companies for 43 years and after 43 years you learn a thing or two about WOM (word-of-mouth) and branding. Branding and WOM both have an undeniable influence and deep power over a semi-conscious public.

Notice the dates of the two following Twitter posts:

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Predicted Donald Trump in 2015.

 

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The follow-up to The Trump Card

One: The election was as clear as a day is long for me. I do understand his brands and the American brand on a deep level and how they begin, are developed and then shared. I knew he’d win from his very first announcement speech. He ingeniously hit upon three very basic points that really couldn’t be argued. Then, he beat America (through the media) over the head over and over again like a mantra.

I additionally understand anti-marketing and how it digs into the underpinning of most human beings once you strip away the veneer of culture, religion, race and creed. Anti-Marketing is politically incorrect, however, it titallates people nevertheless—creating a powerful brand.

Two: I observed his media circus actions and tactics he used, watched a brilliant, highly orchestrated brand campaign for the following few months and wrote a blog entry about it. Shared it and got a lot of laughs and was poked fun at with friends and family.

[ July 2015, I was invited to a party of lawyers in Manhattan. The host introduced me to the crew: “This is my friend, Breuk Iversen. He’s a branding expert. He thinks Donald Trump is ACTUALLY going to get elected.” Laughs abounded. I felt like I was being roasted or on tribunal in a courtroom. Then, I knew that cause of the party invitation. 😁 My comments fell on laughing ears.

The morning after election day in 2016 I got a call from the lawyer saying: “Fuck, you were right. We are all eating crow fight now.” All I said was: “It tastes better if you add a little salt and lemon.” ]

Three: Brands don’t have to be pretty or nice to be successful but, they do have to be effective, deep and long lasting. I again call this Anti-marketing (see above).

The Don has been branding and rebranding himself and companies for 43 years and after 43 years you learn a thing or two about WOM and brands and the undeniable influence and power it has over the public.

When you know and become initmately familiar with the awesome power of Branding, you realize that this can be placed into a system to draw people to you. You no longer have to reach out to them.  People are drawn to you because they actually want to be led. A branding system helps a company and business propel to enormous heights.

So, Branding, Writing and Design is what I do. The style I use is called anti-marketing. Apparently after a century, the American people, are rejecting advertisements and corporate messaging in record numbers, like never before. People like to be talked to and treated like humans and not like drones. Anti-marketing pokes fun at the marketing verbiage and shennaigans very synonomous with advertising today. In this way, a brand can gain trust and respect from audience(s) the way any good brand is supposed to do.

The rest is history.

 

 

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Below is a pretty picture of a 20 year career selling millions and millions of products and services for some wonderful clients. I’m Not going to share the tales of the ugly failures and sheer stupidities. You can call me in person and I will happily share it all over a coffee.

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All success stories require multiple failures and stumbling blocks to get to the good stuff. In this piece I only hope to arm you with the knowledge to make an educated decision about your mission and your business. Then, when you are ready to get to work, we work. There is no waiving of a magic wand to get things done. It’s work.

 

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The Rest is History

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Snapple (1992)
Helped develop the TV ad campaign (Wendy the receptionist) which launched the company sales that it split the stocks twice in six months. They were then bought by Quaker for millions.
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The rest is history.

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Kate Spade 
(1992)
Worked with Kate and her (then) fiancé; Andy Spade (David Spade’s brother), to launch her brand of bags. She initially was selling the bags at the beaches on the Hampton’s shores. After that summer she started getting in substantial orders from retail outlets there and then in NYC.
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The rest is history.

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Ben Sargent fishing
Ben Sargent 
(Cooking Channel) (2009)
Ben was a long-term and consistent advertiser in 11211 Magazine for many years. When it came time for him and his talents to graduate from Williamsburg forever, we set him up with his first nationally syndicated TV show on FX. This was after a humerous Williamsburg throwdown with Bobby Flay and N.E. chowder making experience on Martha Stewart. He went on to become an Iron Chef and the infamous Dr. Klaw. https://youtube.com/user/BKchowdersurfer
The rest is history.

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Alexandra Abercrombie (Playboy)

The media push you did for the (Guess Girl) campaign was a great idea! You’re a sweetheart. And thank you very much!”

See our GUESS story here: Alex Abercrombie
Or a see year later where she appeared as
Alexandra Tyler in playboy-symbol.jpg as Miss April, 2015
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The rest is history.


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The Bagel Store (corporate to you)
Scot Rossillo 
(The Bagel Store)
Scot was beyond upset when we first spoke at 4AM in the morning. He called fuming. We met an hour later and he became a long-term and consistent advertiser in 11211 Magazine for many years. The ad above was the first ad we did. He had t-shirts, cups & napkins, and even magnets made of the ad.
Here is the story of how his 4am call led to the success of: The Bagel StoreBink Finger rev
 Legends  rainbow-bagels-600x600

You may have heard of Scot.
Maybe not, but you’ve certainly
read about his rainbow bagels. 
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The rest is history.


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Somalogy, BinkNyc, Brand—ID
Somalogy
Tyr Throne was struggling with his Body Evolution method for 35 years. We knew he needed to rebrand his method.
    We replaced all the imagery and verbiage from Body Evolution to use a more professional medical name (Somalogy). The name is made up but it still brands and embeds a legit public perception and business. He’s earned his claim as the sole proprietor and founder of the Somalogy method. The invention of this brand name makes it happen. It’s an amazing story.
His practice and methods have been fashioned into a solid system of physical treatment. Today, he enrolls practitioners internationally in Europe, Japan, and many of the South Pacific islands. Today his students and practitioners are trained to become Somalogists.
See the whole story here:
Somalogy Bink Finger rev
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The rest is history.

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coach
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Coach Leatherware and Kenneth Cole
While at KBSP.com (the brat packI worked with copywriter, Andy Spade and a slew of great, internationally recognized, art directors on a number of successful campaigns. Coach and Kenneth Cole were among only two of them.
The rest is history.

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XXLMagcom_logo
XXL Magazine
      One day I got a call from an old high school friend who worked there. He asked me about social media. I suggested using Facebook. He was trying to promote a HIP HOP and RAP event (Highline) in NYC.
     It was the night before an event. They were running into a problem with low ticket sales for this evening. We ran a 24 hour media blitz and filled the room to capacity (sold out). Not only that, but we had a line around the block until 2AM using Facebook’s fantastic ad platform. This was done on a teeny tiny $500 budget. My friend and I nailed to hit the target market right between the eyes.
     I was then asked to run an SEO campaign to stabilize their position as a strong media conglomerate (Harris Publications) for both print and the web.
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The rest is history. 

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BinkNyc, Breuk Iversen, Bink NYC, Advertising, Branding, Communications, Design
The Loom 
(Bushwick | Brooklyn)
While leaving Williamsburg and looking for the next “new” place. I moved to Bushwick | Brooklyn when it was still dusty and rough hood. One of my old employees from 11211 Magazine was working for a real estate developer as they were building out and designing a new space for a Mini-MallThey asked my opinion on the layout and design.
     I studied the plans for about 20 minutes. I then told them why the entire space needed to be reconfigured. The term, Mall, insinuates “walk-around” so we created an internal circle indoors.
     They agreed with my recommendations even after the plans had already been submitted to the building department (DOB). It was a very smart decision on their part. I helped re-design the entire space and today they have 0% vacancy.
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See the full story at: Shops at the Loom Bink Finger rev
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The rest is history. 

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Breuk Iversen, BinkNyc, 11211, Astoria, Williamsburg, NYC, Neurochemical
Williamsburg | Brooklyn
I hadn’t realized the full impact 11211 Magazine had on Williamsburg and Brooklyn until 2012. I spent a little over month doing deep online research and pulled some startling dates and numbers showing that the 1/2 million copies of 11211 Magazine had a direct impact on the borough. I then hired a researcher from Martha Stewart to double check and see if his findings were the same as mine. Indeed, they were accurate.
In 2000, the borough of Brooklyn wasn’t even collecting tourism numbers. I’ll eventually argue that not only did I promote and put in place the “art and culture” persona you’ve come to know as Williamsburg but, additionally created a HUB (Bedford Avenue) as an entry point to make Brooklyn cool again, nationally and internationally.
This new perception of Brooklyn has taken the borough into a phase it has never witnessed before: young, innovative and a place where dreams can and do happen. It’s what America is all about.
The work I did correlated directly with the influx of massive tourism traffic to the Williamsburg | Brooklyn area. Williamsburg became a heavily adopted brand persona over those six years. This shows what you can do with a high-quality, color, glossy magazine with subversive and 150 rebellious writers, 200 illustrators and 350 up and coming photographers. The key was distributing 1/2 of the copies on Brooklyn and 1/2 of the copies in Manhattan.
Brooklyn tourism peaked at 15M tourists in 2010. Today, Brooklyn today draws 11M tourists nationally and internationally. Good for them and good for me. People now know my hometown and want to be there.
I was then approached in 2015 by NYU – Stern School of Business. They wanted to interview me and do a short video on Urban development. This is what they created:
Here’s some of the research findings:
See: Williamsburg | Brooklyn
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The rest is history.

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Cross County Federal Savings Bank

Approached us (11211) about an ad campaign to help launch a new Queens bank in Brooklyn. The branch was located on Bedford Avenue and North 7th. The single ad we designed generated 250 new accounts the very first week. 1,200 new accounts were opened in the first two months.
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The rest is history. 

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City Acupuncture, Jen Hill, Breuk Iversen
City Acupuncture
Robbie and I go back a number of years. I helped him when he first opened this business on W14th Street, NYC. Years later, after moving downtown, shortly after Hurricane Sandy, he lost a couple of hundred customers. The hurricane really impacted his lower Manhattan business location.
    As a campaign to reinvigorate his downtown business, we placed a lot of emphasis on his E-mail list and Social Media (Facebook, Twitter and LinkedIn). In less than 5 attempts, using some interesting pictures and excellent copywriting created an substantial upturn trajectory.
     Today he has the second largest community acupuncture clinic in the US. It’s first largest on the East Coast. We were happy to help. 😁
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The rest is history. 

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Current Projects:
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Cafe Via Espresso – the first 2 weeks:

BinkNyc, Breuk Iversen, SignageBreuk Iversen, Steinway, Cafe Via EspressoCafe Via Espresso, Breuk, BinkNycBinkNyc, Instagram Results, Breuk

Fashion Week Brooklyn.jpg

Fashion Week Brooklyn             [ fw|BK ]
BinkNyc Culture founder Breuk Iversen was named the Brand Architect of Fashion Week Brooklyn (09/2016) fw|BK. We are currently waiting for a 2017 show to pass before relaunching the fw|BK brand.
      The goal, as we expect it, is to have fw|BK become the fashion face of Brooklyn. It will take us about a year to complete the assignment and make fw|BK profitable by 2018. Once we have some noteworthy designers who want to participate in a Brooklyn brand, we’ll be on our way.
See the video featuring the founder Rick Davy:  
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If you have something that you plan to do and believe it has the potential to be a national bestseller, let’s have a conversation. Take that first step on the path of a thousand miles. And if you hire us, we promise, it won’t take a decade.   😀

We have a no money down option for people with doubts. Maybe they don’t truly believe in themselves or their idea. Either way, the deal is: We will take 50% of whatever we bring in.

Read the next paragraph.

FAIR WARNING: We did this for a client in 2014 and helped them obtain $3.5 million. They had no idea we could do what we did. They now owe us $1,050,000 in commission. They are NOT exactly happy about this but, a deal is a deal.

Otherwise, our normal commission rates are competitive at 30% with $10-15K down. We have other cost options as well. Give a call at (718) 578-6613. All conversations lead to greater clarity and are kept confidential if you wish.

Thank you…

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This is the process we use:
BinkNyc Culture

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THE PROCESS

1. Research, 2. Planning, 3. Creation, 4. Application, 5. Measure, so this point we know what is working and what isn’t. If it is working, we 6. Increase and if it isn’t, we go back to 2. Planning and start again.

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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives. 

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Little local brands we loved to help:

Previous Clients, Beehive Brooklyn
Beehive Salon 
(Williamsburg | Brooklyn)
In 2002, Melaina Ulino came from a well-established Fifth Ave. salon and opened up shop in Williamsburg | Brooklyn. Her press agent called and had invited me to see the space that she was opening. We offered her a whole package; ads, a website, brochures, bus. cards and helped sustain her business (Downtime Spa) for over a decade.
When I heard that another local salon wanted to sell their business, I arranged the initial meetings, helped facilitate the deal, removed fear/doubt on both parties and Melaina eventually bought Beehive Salon. Since the merger, we’ve trained her staff in expert Social Media engagement.

The rest is history.

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BinkNyc, NeurochemicalThis logo was designed by Breuk Iversen of BinkNyc


Sweet-Janes.com
From the first year to the second, sales tripled. This was done by implementing a very specific Brand—ID  methodology with practically no advertising.

From the second year to the third, sales only doubled. The reason for this is that the owner wanted to keep on two of the old staff members. She also wanted her 19 year old niece to manage the store.

This is problematic when we were trying to set up a new system. At the end of the day, we still did twice the amount of business in sales. Lines were out the door.

Having a great Brand is one thing. Having a great product to sell brings the Brand—ID and product to life. We brought the public to a product that was in demand.

The Brand—ID brings in subconscious and emotional components which make up 90-95% of all human decision making according to recent Neuroscientific (MRI) research. Advertising quickly becomes an irrelevant modality when compared to a tight ad well-executed Word-of-Mouth (WOM) campaign. Also advertising in the shadow of all the new technology we have today pales compared to Social Media.

The rest is history.


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Spades-and-silk-logo
Juliette Donatelli came to me and needed help with a way monetize her blog site. We went through several variables and options to make her zero $ generating blog into $3,500 per month website. She’s now doing this blog and consultancy full time. You don’t see the advertisers banner ads because the “ads” (products and services) are now a very seamless part of the content.
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The rest is history. 

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 Shelly Lynn Holcomb

 

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BinkNyc Culture acted as an agent for Shelly Lynn for 8 months in 2015. She initially engaged us to help her get more work in the fashion industry. Ideally, she would get signed with one of the top 10 modeling agencies with our assistance.
In a very short amount of time, we found out that her age, personality and stature lends itself far better toward a career in ACTING. She’s a natural in this respect.
With Shelly we tested and developed a new and highly disciplined program called #AngelCraft. This system involves using quantum mechanics and field theory, ancient Chinese esoteric arts and metaphysical sciences. This systematic program launched her into a new career path. The images above are what she gave us to use.
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The rest is history.

 
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Breuk Iversen
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives. 
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Here’s the logo for an award-winning, 5th Avenue design firm (1996).
Breuk Iversen, BinkNyc, 11211, Astoria, Williamsburg, NYC, Neurochemical
Disciplined Beauty

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A great man once said:

Results are the ultimate guru.

While this statement may be 100% true, one may argue that it if someone else says it for you, you wouldn’t have to prove the results of your working career all by yourself. Hire a publicist.

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Someone wrote a book entitled Breuk Iversen. It has all the info you could find about me online and is currently selling for $40 AbeBooks.com. or Amazon.com/breuk-iversen

I recieved no call nor did they ask any questions, or for any consent to write this book. I bought two copies and then sent them back. They are useless.

It is a bunch of stuff you can get by Googling my name. There is also some rare and valuable Neurochemical writings, however, it is only useful to the most proficient marketers and ad people. It’s pretty technical stuff.

Breuk Iversen, BinkNyc Culture

http://Amazon.com/breuk-iversen

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BinkNyc, Breuk Iversen, Bink NYC, Advertising, Branding, Communications, Design
4A’s

They contacted me out of blue and wanted to hire me to be on their iLab team. Apparently, I’m one of the few seasoned designers and AdMen to apply these new Neuroscientific findings to advertising, branding, communications and design. They got it right off the bat. I’ve signed an NDA with them and can’t tell what we are working on or developing there for last couple of years. The only thing I can say is that: It’s Revolutionary. 
See: Press Bink Finger rev